Brand Building Buoys Corporate Reputation In Tough Times

The dotcom bomb. Sept. 11. Recession. The jobless rate soars and consumer confidence plummets. Corporate profits and stock prices freefall. Cost cutting becomes an imperative.
But you can't afford to let short-term conditions compromise long-term goals. Research has demonstrated time and again that investing in your brand in difficult economic times is
more than just a smart thing to do - it should be one of your top priorities.